Commercial Radio Australia hijacks radio ads to share the importance of advertising with the medium

Commercial Radio Australia (CRA’s) has hijacked brands’ radio ads to send a message to advertisers that radio’s audience is growing as more Australians are turn to the medium.

One of CRA’s ads highlight that the radio ads are still able to be recorded and produced while abiding by COVID-19 social distancing rules.

The campaign was created by audio specialist agency, Eardrum.

Founding creative director, Ralph van Dijk, said: “In times of uncertainty, audiences turn to radio to stay connected and informed in real time. So brands can use the medium to stay connected to customers with low cost creative that we can produce remotely.”

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GfK data shows that nearly half of radio listening is occurring in the home.

CRA chief executive officer, Joan Warner, said: “Radio is quick to market and can turn around and tailor messages in a matter of hours. This means businesses can easily pivot their offerings and communications as the situation changes and reach consumers directly.

“With many more people now working and listening to radio at home, radio is an effective way for businesses to build brand awareness and stimulate sales.”

The campaign will be broadcasting across 260 commercial radio stations.

Zoe Wilkinson is a reporter at Mumbrella. Zoe graduated from UNSW where she completed a dual Bachelor of Commerce and Bachelor of Media, majoring in marketing and public relations. She has interned at Ten, News Xtend and Seven.

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